Survey: KeeTa seizes over 30% of HK market share, surpassing Deliveroo

KeeTa, the takeaway platform operated by Chinese food delivery group Meituan (美團), has captured over 30% of market share of food delivery orders in Hong Kong in November 2023, according to a survey.

According to multiple reports such as Sing Tao Daily and HK01, a report conducted by alternative data provider Measurable AI indicates that KeeTa accounted for 30.6% of the market share of food delivery orders in Hong Kong based on takeaway orders in November 2023. Meanwhile, foodpanda HK’s market share dropped from 60% to 41.6% and Deliveroo HK accounted for 27.9% of the market share during the same period.

In a conversation with MARKETING-INTERACTIVE, a Deliveroo spokesperson said Deliveroo does not recognise these numbers at all and said this data relies on a sample that is less than 0.15% of total market order number in Hong Kong in November and paints a misleading picture.

"Deliveroo has seen steady growth in our business in Hong Kong over the past years. Deliveroo works with over 10,000 restaurant partners and rider partners respectively. Deliveroo saw record breaking order numbers with our anniversary campaigns last November, which is a clear vote of confidence from Hong Kong customers," the statement reads.

Other than food delivery, Deliveroo is dedicated to expand our services to include pick-up service, on-demand grocery, and we have also launched Deliveroo Editions, delivery only kitchens to enable its restaurant partners to expand into new districts in Hong Kong, the spokesperson added.

Meanwhile, a foodpanda spokesperson said having been in Hong Kong for almost a decade, foodpanda is committed to serving its users in the long run, and providing the services they need based on its deep understanding of consumers. "We understand that HongKongers’ dynamic lifestyles warrant a convenient choice-centric platform, which is why diversification and relevancy of our offerings is critical," the statement reads.

"From food delivery to grocery shopping, we continue to innovate and tailor our offerings according to the public’s needs. An example of this is our continued drive towards providing more eco-friendly options, including sustainability campaigns such as 'Choose to Reuse'," the spokesperson added. 

The spokesperson said foodpanda will continue to adapt to the needs of local consumers - individual users and corporate clients alike - and develop long-term and meaningful offerings to its stakeholder community. "Along with fellow industry players, we look forward to jointly promoting the healthy development of the entire industry," the statement reads.

On the other hand, KeeTa has also seen a significant growth in app users, with over 1.3 million users registered on its app. According to the reports, it has also recorded more than 10,000 new downloads per day in Hong Kong and its user activity in December 2023 surged by over 50% month-on-month. KeeTa’s platform has also accommodated nearly 10,000 merchants. 

KeeTa currently holds the top position in the food and drink category's top charts, a check by MARKETING-INTERACTIVE on Apple's App Store saw. Meanwhile, its competitors foodpanda Hong Kong and Deliveroo Hong Kong rank 13th and 15th respectively within the same category. 

KeeTa said it will continue to subsidise the delivery cost in the long term, aiming to provide HongKongers with affordable and high-quality takeaway options by adopting a model that offers free shipping without the need for membership plans. 

KeeTa also stated that after achieving full coverage in Hong Kong and transitioning into normal operations, it is expected that the volume growth rate of over 30% will be sustained and rapid growth in the long term. It will continue to invest in traffic resources and marketing collaboration to support restaurants in their online operations. Additionally, KeeTa aims to foster collaborations with other industry players and restaurants to optimise the takeaway environment in Hong Kong. 

MARKETING-INETRACTIVE has reached out to KeeTa and Measurable AI respectively for a statement. 

Don't miss: KeeTa introduces ‘membership-free’ plans to grow customer base

Introduced in Hong Kong in May last year, KeeTa is part of Meituan’s overseas expansion, in an effort to provide residents with more customised, efficient and reliable delivery services. KeeTa aims to become an exceptional and enduring on-demand delivery platform in the Hong Kong market, providing high-quality services with more efficiency and better user experience for Hong Kong residents.

Photo courtesy: Measurable AI CEO Bryan Tsui’s LinkedIn

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